John Battelle breaks the news; as promised only a month ago, Overture is now testing its P4P ads in Feeds, through a relationship-of-convenience (or, perhaps something more?...) with FeedBurner.

As I noted earlier tonight, this continues to raise the question in my mind about the long-term viability of start-ups in this space (no matter how much I want to root them on!) .

Or, perhaps I'm being naive... and should be out there myself, building something to flip... ;)